Marketing Glossary

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Image
The managed perception of the general public of a person, business, product, service or organization.

Image Marketing
Strategy that seeks to create awareness and positive perceptions for a brand by promoting the “image attributes” of a product or service—e.g., cool, hip, exotic— rather than its functional attributes.

In-depth Interviews (also referred to as One-on-One Interviews)
A form of research that focuses on questioning participants individually in order encourage candor and ensure that the individual is not influenced or intimidated by others. In-depth interviews also provide the interviewer the flexibility to explore relevant topics that emerge in the course of the interview.

Institutional Marketing
The marketing of products and services to institutions in the private, not-for-profit and government sectors.

Internal Marketing
Training and promotional initiatives that a company conducts among its own employees and/or sales force in order to elicit support and goodwill, and encourage them to promote corporate goals.